B2B Magazine Talks with Airfoil's Rich Donley:

THE TARGET AUDIENCE

Knowing whom exactly to target at an OEM has become more difficult because the number of people involved in purchasing decisions has increased over the years, said Rich Donley, account director of the automotive and manufacturing practice at Airfoil Public Relations. “Years ago, it used to be about the personal relationships that automotive suppliers had with a given purchasing executive,” he said. “They knew each other and were able to do business. As time went on, however, it became about purchasing teams; so suppliers have to market to a larger audience, and more people have to be aware of your company as a supplier.”

Read the complete article at B2B Online.